Campaign Planning
Conceptual Development
Media Strategy & Buying
Messaging & Content Creation
Digital-First Integrated Campaigns
Ad Production
Photo/Video Shoots
Video (Manifesto & Campaign)
Lead Generation
When Covanta rebranded as Reworld™, the waste and sustainability leader brought in The S3 Agency to launch the new brand – and then to help build the demand generation engine behind it. Awareness matched the 70-year-old name it replaced within six months. Cost per lead dropped 50%.
The rebrand of Covanta as Reworld™ reflected the company’s bold new vision for sustainable waste solutions – backed by significant expanded of its service offerings and geographical footprint. The brand launch had to drive awareness and business results across business, government, and community audiences.
S3 uncovered the shift in thinking around which to center the launch: refuse can be a resource. The campaign had to express that concept in a compelling way – and one that would make the new brand name memorable. We then had to move beyond awareness to drive growth.
S3 developed the “Reimagine Your World” launch platform. This rally cry framed the mission within the new brand name itself. By bookending the rally cry with “Re” and “World,” every expression of the launch planted name in audience minds – across print, out-of-home, digital, social, and video. With that mission accomplished, we moved on to creating the “Waste Better” campaign – capturing the imperative for audiences to do just that. This helped build the post-rebrand demand engine, resulting in increased lead generation and decreased cost-per-lead.
In 6 months, awareness of the new brand matched the name it replaced after 70+ years in market (source: Harris Poll)
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incoming leads
Cost per lead cut
Campaign Planning
Conceptual Development
Media Strategy & Buying
Messaging & Content Creation
Digital-First Integrated Campaigns
Ad Production
Photo/Video Shoots
Video (Manifesto & Campaign)
Lead Generation
Following the brand transformation, Reworld needed an evolved marketing ecosystem capable of supporting enterprise growth. The opportunity was clear: build a connected system that could translate brand strength into qualified demand, measurable pipeline impact, and long-term market credibility.
Modern industrial buyers require proof, traceability, and confidence in execution. Reworld’s marketing needed to evolve from awareness into a disciplined growth driver aligned with revenue outcomes. This meant connecting brand, demand, and sales in ways that prioritized lead quality over volume and positioned marketing as a strategic lever inside the business.
S3 McMillan partnered with Reworld to operationalize marketing end-to-end: designing an integrated system that connected strategy, creative, demand generation, media investment, and measurement. Together, we developed a repeatable acquisition model. Trade environments were prioritized for credibility and engagement; gated content supported deeper education; and performance infrastructure created clearer visibility from first interaction through opportunity creation.
Cut cost-per-lead by 50% while maintaining lead quality and improving SQL generation.
Campaign investment increasingly reaches high-intent audiences, reinforcing both credibility and conversion performance.
The infrastructure now acts as a strategic growth lever rather than for one-time performance lifts.
“S3 has been an exceptional partner throughout our rebrand journey at Reworld. They took our bold new name, mission, and color palette and transformed them into a compelling digital campaign that’s helping us connect with our audience in meaningful ways.”
“The S3 Team is collaborative, creative, and genuinely invested in our success. They listened closely, challenged us thoughtfully, and delivered work we’re incredibly proud of.”
“We are so glad to have them as our agency of record and are excited for everything we will build together next.”
Rayne Pacek
Former Global Head of Marketing, Reworld
